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The average number of engagements with Facebook posts created by brands and publishers has fallen by over 20% since January 2017.
We analyzed over 880 million Facebook posts published by brands and publishers over the last year. In this sample the average number of engagements fell from 340 to 264 over the first six months of the year, as shown in the chart below.
The biggest fall in engagement was with image posts and link posts. According to the data video posts had the smallest fall in engagement and videos now gain twice the level of engagement of other post formats on average. The chart below shows average engagements by post type in June 2017.
For more on video engagement read our recent research post analysing 100 million Facebook videos.
The detailed data on all 880 million posts is set out at the end of this post.
Our survey data includes engagements for all posts, including those supported by paid promotion. There are a number of possible explanations for this declining level of engagement.
The second explanation is also more likely as Facebook themselves acknowledge that organic reach is declining. They say this is for two main reasons:
A decline in organic reach has also been documented in numerous other articles. For example:
Other potential reasons for declining reach include:
We looked at over 880 million Facebook Posts published by brand and publishers over the last year. We looked specifically at image posts, link posts and video posts. The number of posts in each month and category were as follows.
Over the year we can see a decline in the number of image and link posts published and a ten percent increase in video posts. This is to be expected given Facebook’s focus on video and the higher engagement which this format generates. However, video posts still only represented just over 10% of all posts during the year. We can see the breakdown below.
In January we started to see a marked decline in engagement levels which may have been due to changes in the Facebook algorithm. We are conscious Facebook algorithm changes will affect different pages and different content types in different ways. The biggest fall has been in engagements with image posts.
We can see that the most marked decline in average engagement was with image posts. This fell from over 480 in July and August 2016 to below 340 in April, May and June 2017. The chart below shows the trends by type.
If this article has also peaked your interest in paid ads, learn how to leverage paid ads in your content amplification strategy.
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